Scottish Courage has produced a spoof version of the Sophie Dahl Opium poster, one of the most controversial images in advertising history, for a tongue-in-cheek campaign to promote the relaunch of Newcastle Brown.

The posters feature a scruffy-looking man wearing workman's overalls and worn boots copying Dahl's provocative pose - but cradling a bottle of Newcastle Brown where the supermodel was shown cupping her left breast.

The strapline, "Brown is the new Brown", heralds the launch of new, smaller bottles of Newcastle Brown as well as a draught version of the brown ale.

"Newcastle Brown has always been a cult brand with a loyal following. By repackaging it in a new smaller bottle and also making it available on draught, we are broadening its appeal for a new generation of discerning drinkers," said Sanjay Patel, the brand manager at Scottish Courage.

"Although in a new, more contemporary form, the beer remains the same distinctive beer - hence the campaign theme 'Brown is the New Brown'."

The original ad, for the Yves St Laurent perfume brand Opium, had to be ripped down from billboards across the country last January after sparking a record 960 complaints to the Advertising Standards Authority.

It featured the 6ft, size 14 model reclining suggestively on dark satin sheets, with legs akimbo and naked apart from a pair of stilettos and some items of jewellery.

The new bottles are 330ml rather than 500ml and contain a colder, draught version of the ale, which was previously available only in its Newcastle heartland.

The campaign will parody other classic advertising images including the famous photo of Christine Keeler sitting astride a chair and a tongue-in-cheek rendition of a Calvin Klein perfume advert.

The posters will be launched on billboards and bus stops in Manchester from October but may be rolled out nationally if the campaign proves a success.